The affiliate glossary ↗AFFDude / Field notes
RTB
In plain English
What does RTB mean?
Real-time bidding: an auction held in milliseconds for each ad impression as the page loads.
RTB is the mechanism behind programmatic advertising. Publishers put impressions up for auction, DSPs bid on behalf of advertisers based on user data, and the winner's ad is served. For buyers it means the price of the same placement changes every second with competition.